Samantha Chaperon: Tourist Destination Image: Young People’s Perceptions of Serbia
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Belgrade Tourism Conference 2015
![What is Tourist Destination Image?
“The destination image
construct… is a compilation
of beliefs and impressions
based on information
processed from a variety of
sources over time”
“[TDI]… influences tourist
decision-making and,
consequently, their
behaviour and destination
choices”
(Phelps, 1986; Gunn, 1972; Chon, 1990; Echtner & Ritchie, 1991; Law, 2010)](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Samantha Chaperon: Tourist Destination Image: Young People’s Perceptions of Serbia
- 1. Tourist Destination Image: Young People’s Perceptions of Serbia Dr Samantha Chaperon Principal Lecturer in Tourism and Events Business School University of Greenwich S.A.Chaperon@greenwich.ac.uk
- 2. What is Tourist Destination Image? “The destination image construct… is a compilation of beliefs and impressions based on information processed from a variety of sources over time” “[TDI]… influences tourist decision-making and, consequently, their behaviour and destination choices” (Phelps, 1986; Gunn, 1972; Chon, 1990; Echtner & Ritchie, 1991; Law, 2010)
- 3. Investigation: Serbia’s Tourist Destination Image Armenski et al. (2011) researched Serbia’s destination competitiveness Conclusions: Demand Conditions are the weakest part of Serbian Competitiveness Destination image and destination awareness need to be improved.
- 4. Present Study: Young people’s perceptions of Serbia Focus group Survey (Echtner & Ritchie, 1993) • UK & EU citizens • 18-25 years • 10% visited Serbia • 27% knows someone from Serbia • 34% knows someone who has visited Serbia
- 5. Accessibility / Holiday Type
- 6. How appealing is Serbia as a destination?
- 7. Perceived natural features of Serbia
- 8. Perceived cultural features of Serbia
- 9. Cultural feature Whole sample Know someone from Serbia Welcoming hospitality 3.0 3.6 Professional service 2.8 2.8 Good food 3.3 3.8 Exciting nightlife 2.7 3.4 Interesting historical sites 3.6 3.9 Interesting museums 3.2 3.3 Attractive events and festivals 2.9 3.2 Experiencing local traditions 3.8 3.8 Impressive architecture 3.3 3.4
- 10. Perceived tourism products in Serbia
- 12. Agree with statements Whole sample Know someone from Serbia Clean environment 3.1 3.2 Easy to get to 3.1 3.5 Value for money 3.3 4.0 Good atmosphere 3.2 3.6 High quality facilities 2.7 2.6 Good public transport 2.6 2.5 Safe for tourists 2.7 3.0 Welcoming 3.2 3.8
- 13. Intention to visit Serbia
- 14. How to increase awareness and improve TDI of Serbia? • WOM Most influential source! (Crotts, 1999; Pan et al., 2007) • Ambassadors • Young people
- 15. Thank you for listening! Dr. Samantha Chaperon S.A.Chaperon@greenwich.ac.uk
Editor's Notes
- It is an internally accepted mental construct of a place which represents the attributes and benefits of a destination Primary & Secondary (Phelps, 1986) Organic & Induced (Gunn, 1972) Impressions, thoughts, beliefs, feelings, expectations, emotions, prejudices and stereotypes
- Armenski et al. (2011) Destination Competitiveness: A Challenging Process for Serbia. Journal of Studies and Research in Human Geography. 5(1):19-33 Tijana Armenski et al from University of Novi Sad Researched the destination competitiveness of Serbia. They used an integrative model which looked at a range of elements, including: Inherited resources, Created resources, supporting factors, situational analysis, Demand conditions, and Destination management Data was collected in 2009 among experts and practitioners rather than tourists to identify the weakest area of competitiveness. I decided to investigate this issue of tourist destination image for Serbia, but unlike Armenski et al, I have focused on the demand side, the potential tourtsts, the young people, students like you, from all over Europe that are studying in the UK. I wanted to find out what their levels of destination awareness were and what image they have formed of Serbia as a destination.
- A lot of people thought it was further away that it actually is, but based on the focus group responses and the majority answer here, most people do seem to know it’s somewhere in Europe and not much further afield.
- I wanted to know how appealing Serbia is as a tourist destination, and a useful way of doing this is to compare to its neighbouring countries. You might be a bit confused as to why Czech Republic and Poland are on that list, but it’s because respondents in the focus group referred a few times to these destinations as
- In terms of the natural features that people associated with Serbia, the majority thought of mountains, green land,
- What is interesting here is that when you look at the responses from those respondents that know someone from Serbia, most of these features are more strongly associated. So, respondent that known people from Serbia have a much clearer idea of the destination’s features.
- Good value for money - this shows similar results to Armenski et al’s research that also revealed quite positive perceptions of the cost of food and drink etc. It also shows similar results to a study carried out by Horwath consulting in 2006 where transport was identified as a weakness of the destination. However, Armenski et al’s study also showed that safety/security was highly rated in their study, whereas in this study safety wasn’t perceived quite so positively.
- Again, what is useful to point out is that for those respondents that know someone from Serbia, perceptions of cleanliness, accessibility, value for money, good atmosphere, safety and the welcome are all perceived more positively. You’ll see that transport comes out less positively and also quality of facilities – this corresponds to the Horwath Consulting study carried out in 2006 where both these elements are considered as weaknesses of Serbia’s tourism offering.
- WOM or advice from friends and family often ranks as the most influential source of pre-purchase information, and the involvement of the personal connection adds credibility to such information.